Brand & communication

Systemic brand & communication management

iq/brand^©
Knowing what drives brand equity

Establishing and managing brands has always been one of the most challenging disciplines in marketing. The iq/brand^© product family provides an overview of where companies and their products stand and compares brands to potential ideal positions. All analyses are based on scientifically sound models and provide answers to the key questions of brand management.

Your benefits

Analysis of brand image and determination of psychological brand equity
Driver of brand strength
Distillation of the implicit brand personality
Analysis of the brand’s implicit and explicit strengths and weaknesses compared to key competitors
Brand dashboard for targeted brand management
Efficiency monitoring of brand-related measures

iq/media^©
Knowing if the message is heard

Scientific studies show that around 80% of all campaigns that are successful in pretesting also achieve a high level of target audience attainment in the market. Sufficient reach within the target groups is a prerequisite for this. iq/media^© provides valid pre- and post-campaign data for targeted management and optimization of communication.

Your benefits

Campaign optimization using implicit and explicit methods
Predictive pretesting using AI
Selection of the best communication concept
Campaign tracking and efficiency control
Media mix optimization
Holistic channel optimization including social media

iq/implicit^©
Knowing what really drives customers

Consumer behavior is driven by a complex interplay of conscious and unconscious processes. A large proportion of the stimuli we are exposed to daily are not cognitively processed by the brain, yet can still significantly influence our behavior. We investigate unconscious processes, motives and emotions not only through qualitative, depth-psychological research, but also measure them quantitatively using iq/implicit^©.

Your benefits

Exploration of system 1
Quantification of unreflected processes, motives, attitudes, etc.
Full integration into, for example, iq/brand^© or iq/media^©
Possibility of combining implicitly and explicitly measured constructs (e.g., driver analyses, factor analyses, MDS)
Suitable for CAWI, CAPI, visible hybrid interviews and CATI

Selected industries

We conduct research and provide consulting services across a wide range of industries –both in B2C and B2B. Our experts deliver intelligent answers to your questions.